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The art of creating value
                    New marketing
‘The way we used to do
 marketing is radically
      changing.’


 (NEW) COMPANIES THAT EMBRACE NEW WAYS OF CREATING
VALUE...
EVERYONE WHO IS RUNNING A BUSINESS SHOULD HAVE IMPORTANT QUESTION...

HOW CAN I PROFIT FROM THESE NEW MARKETING METHODS AN...
TO UNDERSTAND
    THE NEW
POTENTIAL AND
TO LET IT WORK
  FOR YOU, WE
  NEED TO GO
  BACK TO THE
   ESSENCE.
THERE USED TO BE A TIME, THE ECONOMY
              WAS ALL ABOUT COMMODITIES...



What drives the economy?   What need bu...
WHEN THE INDUSTRIAL REVOLUTION CAME, IT WAS
   ALL ABOUT AVERAGE PRODUCTS FOR THE MASSES...



What drives the economy?   ...
WHEN GOODS BECAME A COMMODITY, PEOPLE WANTED
      QUALITY, SO ECONOMY WAS ABOUT SERVICES...



What drives the economy?  ...
AFTER SERVICES ALSO BECAME A COMMODITY, ECONOMY
     IS DRIVEN BY CREATING AUTHENTIC EXPERIENCES...



What drives the eco...
MARKETING OR CREATING VALUE(MARKT -
    GETTING) WAS IN THE INDUSTRIAL DRIVEN
    ECONOMY(SERVICES AND GOODS) ALL ABOUT
  ...
THE INTERNET REVOLUTION
    CHANGED SOME IMPORTANT THINGS…

•   THE INTERNET MAKES OWNING DISTRIBUTION CHANNELS LESS VALUA...
THE INTERNET REVOLUTION
    CHANGED MORE IMPORTANT THINGS…

•   THE INTENTERNET ENABLES COMPANIES TO LISTEN TO CONSUMERS A...
THE NEW EXPERIENCE DRIVEN
  ECONOMY AND THE INTERNET
   REVOLUTION CHANGE THE
ESSENCE OF CREATING VALUE FOR
  COMPANIES AN...
•   WHERE ADVERTISING WAS A VALUABLE THING FOR MARKETEERS, IT NOW BECOMES LESS
    VALUABLE. ADVERTISING IS ALL ABOUT(IT S...
New marketing is all about

                           Creating a great idea.




                                        ...
NEW MARKETING CHANGES THE COMPLETE GAME.
    YOU EVEN HAVE SEE THE FAMOUS MARKETING MIX
    IN A COMPLETE DIFFERENT CONTEX...
SO NEW MARKETING AND CREATING VALUE IS ALL
 ABOUT IDEAS, STORIES AND MAKING THEM SPREAD.
      BECAUSE THE IDEAS THAT SPRE...
IF YOU DON'T MAKE USE OF THE OPPORTUNITIES,
        THEY BECOME EVENTUALLY YOUR BIGGEST THREAD.
ARE YOU WILLING TO CHALLEN...
I want to try to make this presentation better.
 So if you have any suggestions for version two,
   please contact me or j...
I am Robert van
   Geenhuizen and as a
communication designer
   and a creative person
 I help people that want to
challen...
IDEAS THAT SPREAD, ARE THE ONES THAT WIN!
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Crowdsourcing presentation: New Ways Of Creating Value | Version 1

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I tried to make a start with this presentation about new marketing & new methods of creating value. I hope you find it valueble!

I want to invite you to also make a better and extended version. please send me your input on this presentation. Eveyone that contributes will be mentioined in the next version! Together we can make it more valuable!

Robert van Geenhuizen
info@rogenica.nl
http://www.twitter.com/rogenica
http://www.rogenica.nl
http://www.linkedin.com/in/robertvangeenhuizen

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Transcript of "Crowdsourcing presentation: New Ways Of Creating Value | Version 1"

  1. 1. The art of creating value New marketing
  2. 2. ‘The way we used to do marketing is radically changing.’ (NEW) COMPANIES THAT EMBRACE NEW WAYS OF CREATING VALUE(MARKETING) ARE INCREDIBLY SUCCESSFUL. THEY ARE THE 'GAME CHANGERS'. TRADITIONAL COMPANIES WHO ALSO WANT TO BENEFIT FROM THE NEW INTERNET MARKETING METHODS ARE STRUGGLING. THEY DON'T UNDERSTAND THE ESSENCE OF THE NEW METHODS OF CREATING VALUE.
  3. 3. EVERYONE WHO IS RUNNING A BUSINESS SHOULD HAVE IMPORTANT QUESTION... HOW CAN I PROFIT FROM THESE NEW MARKETING METHODS AND BE A GAME CHANGER?
  4. 4. TO UNDERSTAND THE NEW POTENTIAL AND TO LET IT WORK FOR YOU, WE NEED TO GO BACK TO THE ESSENCE.
  5. 5. THERE USED TO BE A TIME, THE ECONOMY WAS ALL ABOUT COMMODITIES... What drives the economy? What need businesses to do? The consumer buying criteria? Commodities Supply Availability
  6. 6. WHEN THE INDUSTRIAL REVOLUTION CAME, IT WAS ALL ABOUT AVERAGE PRODUCTS FOR THE MASSES... What drives the economy? What need businesses to do? The consumer buying criteria? Goods Control Costs Commodities Supply Availability
  7. 7. WHEN GOODS BECAME A COMMODITY, PEOPLE WANTED QUALITY, SO ECONOMY WAS ABOUT SERVICES... What drives the economy? What need businesses to do? The consumer buying criteria? Services Improve Quality Goods Control Costs Commodities Supply Availability
  8. 8. AFTER SERVICES ALSO BECAME A COMMODITY, ECONOMY IS DRIVEN BY CREATING AUTHENTIC EXPERIENCES... What drives the economy? What need businesses to do? The consumer buying criteria? Experiences Render Authenticity Services Improve Quality Goods Control Costs Commodities Supply Availability
  9. 9. MARKETING OR CREATING VALUE(MARKT - GETTING) WAS IN THE INDUSTRIAL DRIVEN ECONOMY(SERVICES AND GOODS) ALL ABOUT BEING THE KING... • RESEARCH HOW YOU CAN MAKE PRODUCT AS CHEAP AS POSSIBLE FOR THE MASSES. • OWN THE IMPORTANT DISTRIBUTION CHANNELS. • TELL AS MANY PEOPLE AS POSSIBLE ABOUT THE PRODUCT BY INTERUPTION MARKETING AND MASS MEDIA(MARKETING & ADVERTISING). • SELL!
  10. 10. THE INTERNET REVOLUTION CHANGED SOME IMPORTANT THINGS… • THE INTERNET MAKES OWNING DISTRIBUTION CHANNELS LESS VALUABLE. • THE FRAGMENTATION OF MEDIA MAKES IT HARDER TO REACH A CRITICAL MASS. • INTERNET HELPS IN CUSTOMIZING PRODUCTS AND MAKE THEM MORE VALUABLE AND RELEVANT FOR PEOPLE. THIS MAKES AVERAGE PRODUCTS FOR THE MASSES HARDER TO SELL.
  11. 11. THE INTERNET REVOLUTION CHANGED MORE IMPORTANT THINGS… • THE INTENTERNET ENABLES COMPANIES TO LISTEN TO CONSUMERS AGAIN(DIALOGS). PEOPLE ARE IGNORING THE KING ON THE HILL AND THEY GLORIFY COMPANIES THAT LISTEN TO THEM! • THE INTERNET ENABLES TRANSPARENCY WHICH IS A GOOD THING IN THE EXPERIENCE ECONOMY WHERE THE BUYING CRITERIA IS AUTHENTICITY! • BEFORE THE INTERNET IT WAS ALL ABOUT THE SHORT HEAD(MASSES). INTERNET MAKES IT PROFITABLE TO SERVE THE LONG-TAIL. A LOT OF SMALL MARKETS TOGETHER IS ALSO A BIG MARKET! • THE DIALOG ALSO MAKES PERMISSION MARKETING VERY EASY.
  12. 12. THE NEW EXPERIENCE DRIVEN ECONOMY AND THE INTERNET REVOLUTION CHANGE THE ESSENCE OF CREATING VALUE FOR COMPANIES AND THEREFORE THE WAY WE TRADITIONALLY USED TO DO MARKETING.
  13. 13. • WHERE ADVERTISING WAS A VALUABLE THING FOR MARKETEERS, IT NOW BECOMES LESS VALUABLE. ADVERTISING IS ALL ABOUT(IT SHOULD BE) CHANGING THE PERCEPTION OF PEOPLE. MOST ADVERTISING THESE DAYS IS ABOUT TRYING TO MAKE THINGS LOOK BETTER THEN THE ARE IN REALITY. THIS SIMPLY DOESN'T WORK IN A ECONOMY WHERE THE BUYING CRITERIA IS AUTHENTICITY! • WHEN PRODUCTS AND SERVICES BECOME EXPERIENCES, IT IS ALL ABOUT THE IDEA BEHIND IT. • WE HAVE TO TURN THINGS AROUND. WE HAVE TO MAKE PRODUCTS FOR PEOPLE INSTEAD OF SEARCHING PEOPLE THAT WANT TO BUY THE PRODUCT. • MEDIA IS DEFRAGMENTED, PEOPLE HAVE LESS TIME AND HAVE TO MAKE MORE CHOICES. GETTING THERE ATTENTION IS ONLY POSSIBLE IF YOU HAVE TO OFFER SOMETHING VALUABLE AND RELEVANT. • IT'S NOT ABOUT HOW MANY, BUT WHO?
  14. 14. New marketing is all about Creating a great idea. continuing in the form of an businessmodel (integrated marketing in the core). proces Create a frame around your idea(a brand). People value things to frames. If there's not a frame around things, people don't recognize it and don't value it the right way. Make something great that people can talk about. Something valuable and relevant to them and tell them an authentic story. repeating proces Don't think about the masses, but about the passioned. Facilitate that people can talk about it. But also listen to people to improve the product of make some new great new products(read:idea). Get permission. Use the permission of your 'fans' to tell them about your next idea(improved products or new products).
  15. 15. NEW MARKETING CHANGES THE COMPLETE GAME. YOU EVEN HAVE SEE THE FAMOUS MARKETING MIX IN A COMPLETE DIFFERENT CONTEXT… • WHEN YOU PRODUCT IS AN EXPERIENCE, EVEN THE PLACE AND THE PEOPLE BECOME THE PRODUCT. • WHEN THE PRODUCT IS MADE FOR PEOPLE AND NOT THE OTHER WAY AROUND, THE PRODUCT BECOMES THE PROMOTION. • AND NOW PEOPLE CAN TALK ON LARGE SCALE ABOUT YOU WITH EACH OTHER, EVERYTHING IS PROMOTION!
  16. 16. SO NEW MARKETING AND CREATING VALUE IS ALL ABOUT IDEAS, STORIES AND MAKING THEM SPREAD. BECAUSE THE IDEAS THAT SPREAD WIN. SO NOW YOU KNOW, BUT WHAT ARE YOU GOING TO DO?
  17. 17. IF YOU DON'T MAKE USE OF THE OPPORTUNITIES, THEY BECOME EVENTUALLY YOUR BIGGEST THREAD. ARE YOU WILLING TO CHALLENGE THE STATUS QUO?
  18. 18. I want to try to make this presentation better. So if you have any suggestions for version two, please contact me or just send me the input. Everyone that contributes, will be mentioned in the next version! Robert van Geenhuizen info@rogenica.nl http://www.twitter.com/rogenica http://www.rogenica.nl http://www.linkedin.com/in/robertvangeenhuizen
  19. 19. I am Robert van Geenhuizen and as a communication designer and a creative person I help people that want to challenge the status quo.
  20. 20. IDEAS THAT SPREAD, ARE THE ONES THAT WIN!
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